BACKGROUNDAmerican Greetings Corpor

BACKGROUND
American Greetings Corporation is a leading manufacturer of innovative
social expression products that assist consumers in enhancing their
relationships. The company generates annual revenue of approximately $1.7
billion, and its products can be found in retail outlets domestically and
worldwide. American Greetings has the largest collection of electronic
greetings on the Web, including cards available at AmericanGreetings.com
through AG Interactive, Inc., the company's online division.
THE CHALLENGE
AG Interactive drives millions of unique visitors from paid search and other
online media sources. Their goal is to convert this traffic using online
registration for a free trial subscription (which later converts to a paid
subscription to AmericanGreetings.com).
In the past, this online traffic funneled into the www.AmericanGreetings.com
home page, or a single, MVT-optimized landing page. The marketing team
knew they needed to launch aggressive landing page testing in order to lift
conversion rates, but faced some executional roadblocks. Implementing
testing on the one landing page was slow and arduous, with a multi-month
feedback loop to the marketing team. Experimentation with alternative
design and content was slower still. When learning was extracted from this
process it was months behind and often gave little reliable cause and effect
determination.
In order to lift online conversions and reduce cost-per-acquisition, American
Greetings needed to develop context-specific landing pages, experiment
more broadly with content & layout and view test results & analyses in realtime.
They turned to ion’s enterprise landing page platform.

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BACKGROUNDAmerican Greetings Corporation is a leading manufacturer of innovativesocial expression products that assist consumers in enhancing theirrelationships. The company generates annual revenue of approximately $1.7billion, and its products can be found in retail outlets domestically andworldwide. American Greetings has the largest collection of electronicgreetings on the Web, including cards available at AmericanGreetings.comthrough AG Interactive, Inc., the company's online division.THE CHALLENGEAG Interactive drives millions of unique visitors from paid search and otheronline media sources. Their goal is to convert this traffic using onlineregistration for a free trial subscription (which later converts to a paidsubscription to AmericanGreetings.com).In the past, this online traffic funneled into the www.AmericanGreetings.comhome page, or a single, MVT-optimized landing page. The marketing teamknew they needed to launch aggressive landing page testing in order to liftconversion rates, but faced some executional roadblocks. Implementingtesting on the one landing page was slow and arduous, with a multi-monthfeedback loop to the marketing team. Experimentation with alternativedesign and content was slower still. When learning was extracted from thisprocess it was months behind and often gave little reliable cause and effectdetermination.In order to lift online conversions and reduce cost-per-acquisition, AmericanGreetings needed to develop context-specific landing pages, experimentmore broadly with content & layout and view test results & analyses in realtime.They turned to ion’s enterprise landing page platform.

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LATAR BELAKANG
American Greetings Corporation adalah produsen terkemuka yang inovatif
produk ekspresi sosial yang membantu konsumen dalam meningkatkan mereka
hubungan. Perusahaan menghasilkan pendapatan tahunan sekitar $ 1,7
miliar dan produk-produknya dapat ditemukan di gerai ritel di dalam negeri dan
di seluruh dunia. American Greetings memiliki koleksi terbesar dari elektronik
salam di Web, termasuk kartu yang tersedia di AmericanGreetings.com
melalui AG Interaktif, Inc, divisi online perusahaan.
TANTANGAN
AG Interaktif mendorong jutaan pengunjung unik dari pencarian berbayar dan lainnya
sumber media online. Tujuan mereka adalah untuk mengkonversi lalu lintas ini menggunakan secara online
pendaftaran untuk berlangganan percobaan gratis (yang kemudian mengkonversi ke dibayar
berlangganan AmericanGreetings.com).
Di masa lalu, lalu lintas online ini disalurkan ke dalam www.AmericanGreetings.com
halaman rumah, atau satu , MVT-dioptimalkan halaman arahan. Tim pemasaran
tahu mereka dibutuhkan untuk memulai agresif pengujian halaman arahan untuk mengangkat
tingkat konversi, tapi menghadapi beberapa hambatan Pelaksanaan. Menerapkan
pengujian pada halaman satu arahan lambat dan sulit, dengan multi-bulan
umpan balik kepada tim pemasaran. Eksperimen dengan alternatif
desain dan konten lebih lambat masih. Ketika belajar diekstraksi dari ini
proses itu bulan belakang dan sering memberi sedikit diandalkan sebab dan akibat
tekad.
Dalam rangka untuk mengangkat konversi online dan mengurangi biaya per akuisisi, Amerika
Salam dibutuhkan untuk mengembangkan halaman arahan konteks spesifik, percobaan
lebih luas dengan konten & tata letak dan melihat hasil tes & analisis secara realtime.
Mereka berpaling ke platform yang halaman arahan perusahaan ion ini.

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